Harley-Davidson Joins The Salvation Army in El Paso
Barnett Harley-Davidson, the World’s Largest Harley-Davidson dealership, has partnered with The Salvation Army in El Paso. What began as a one-day experiment has grown to be a fruitful partnership that has helped raise both visibility and donations for The Salvation Army.
The second Stuff The Truck event was a huge success with more than 30,000 pounds of donations received over a two-day period in November. Mark Barnett, one of the family managing partners of the dealership, wanted to help The Salvation Army in El Paso and its many programs beyond just writing a check. So, the Barnett family provided its Harley-Davidson dealership as a central location where the public could drop off donations of new and gently used items. Additionally, they leveraged their local relationships and provided a two-week media campaign, sent out a direct mail distribution, purchased four electronic billboards, advertised the donation drive in its city-wide distributed magazine, and set up email blasts, telephone banking, and social media coverage leading up to and during the event.
Five motorcycle clubs made the event their community service project for the month, securing donations and actively participating during the weekend by unloading and weighing-in donations in various shifts. Each individual giving more than 20 pounds in donations was given a free turkey, courtesy of a local law firm. More than 500 turkeys were given away over the weekend, along with goodie bags. Breakfast and lunch were provided by The Salvation Army Family Store staff. As if that wasn’t enough incentive to do the most good, donors were given raffle tickets with a chance to win one of 40 items ranging from new furniture sets to gift certificates. Mr. Barnett, who was extremely pleased with the turnout and generosity of those who participated, asked immediately, “How do we do better next time?”
Two months later, staff at The Salvation Army Family Store are still putting items out on the floor that were received during the massive collection in November. “The quality of the items we received through the Barnett Stuff the Truck are superb,” said Peter Jordan, who worked directly on the project. Plans for the next Barnett Harley-Davidson Stuff The Truck, scheduled for Spring of 2017, are well underway.